Scheme run in partnership with Department for Transport’s THINK! drink-driving campaign

Coca-Cola European Partners’ ‘Designated Driver’ scheme returns to celebrate its tenth anniversary this Christmas, with a buy-one-get-one-free offer on Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Schweppes Sparkling Juice Drinks and Appletiser to thank people behind the wheel for ‘Being a Hero’ in December.

The campaign, which supports the licensed trade during the busy Christmas period, is designed to boost licensees’ overall sales by rewarding the designated driver in a group and helping to increase dwell time for the whole party whilst promoting responsible messages around drinking and driving. Much like previous years, the promotion works particularly well in out-of-town premises that typically tend to be accessed by car.

The scheme has seen much success in previous years, with participating venues’ overall wet sales increasing by almost 9%[1] and 88% of licensees stating they’d be willing to get involved again[2].

The initiative is run in partnership with the Department for Transport’s THINK! drink driving campaign and will be communicated to consumers through radio advertising, PR, social media and a Pub Finder website (cocacola.co.uk/designateddriver) that provides a map of all the pubs that will be running the buy-one-get-one-free offer.

8,000 comprehensive point-of-sale kits will be available to outlets and will include promotional materials including posters, bunting and coasters, as well as cardboard models of the iconic Coca-Cola Christmas Truck thanking designated drivers for ‘Being a Hero’. Participating venues will also receive a case of free product to kick start the promotion.

Paul Grace, Director of Field Sales at Coca-Cola European Partners, said: “I was part of the team that introduced this scheme 10 years ago to help licensees connect with two very key audiences during the festive season. Firstly, those that choose not to drink and don’t change their mind on the lead up to Christmas and secondly our designated driver heroes. Both find themselves out socialising in pubs, bars and restaurants more often so making sure they are well catered for with a good well served range of soft drinks is paramount.

Often, if the needs of a designated driver is ignored it can mean an early night for the rest of the party, and less money in the till for the licensee. The Coca-Cola Designated Driver programme actively helps the trade increase the dwell time of a whole group whilst promoting responsible messages around drinking and driving and this is why it has reached its milestone 10 year anniversary. I would urge any licensees interested in the scheme to get in contact with us via their local CCEP rep or our Customer Hub.”

Licensees can apply for their kit by contacting the CCEP Customer Hub (connect@ccep.com) or via the customer hotline (0808 1 000 000).